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This talk is from the Sociology and Animals session at the
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This talk is based on
the following chapter by Nick Pendergrast and Sarah McGrath:
‘The Role of the Ideology of Animal Welfare in the
Consumption and Marketing of Animal-Origin Products’, in the book Social Marketing and Its Influence on Animal
Origin Food Product Consumption, edited by Diana Bogueva, Dora Marinova and
Talia Raphaely, IGI Global. Available at: https://www.igi-global.com/chapter/the-role-of-the-ideology-of-animal-welfare-in-the-consumption-and-marketing-of-animal-origin-products/199399
You can see Nick’s other publications on his Conversation
You can also hear Nick give an overview of the Sociology and
Animals session of this conference with Zoei Sutton on the radio show .
“Happy Meat” as Resistance? The
Promotion and Marketing of Humane Animal Products in Australia
Dr Nick Pendergrast1
1The University Of Melbourne, , Australia
CS2 - Sociology and Animals, HE2.015, November 20,
2018, 1:30 PM - 3:30 PM
In response to growing ethical concern about intensive factory
farming, there has been an increasing push for more humane animal products.
This trend has been driven by a wide range of actors including companies,
activists and non-profit organisations, as well as governments. This paper will
explore the extent to which these developments challenge our current
relationship with other animals.
In order to do this, I will investigate the dominance
of the animal welfare ideology and the role it plays in the marketing of humane
animal products. Animal welfare ideology promotes the humane use and slaughter
of non-human animals. The focus will primarily be on the packaging and
advertising of the company Harvey Fresh as well as the role of the
accreditation of the government-funded non-profit organisation the Royal
Society for the Prevention of Cruelty to Animals (RSPCA) in Australia.
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